Summary
This tool builds the baseline for many journeys across the website.
Timeline of Activity
Activity Timeline
Overview of the reporting time frame within this analysis. Major milestones or changes will be added to the time line below as the site gains new or changed content.
Summary of Website Journeys
Top line Journey Results
All Journeys
All major journeys across the National Trust website areas.
Landing Pages
First pages of a user journey.
Device
Journeys from specfic devices or operating systems.
Commercial
Any journey that contains a commercial journey.
Top Level
Journeys from the home page onward to other significant areas of the website.
Property Pages
Journeys to a NT property page.
Discovery
Journeys categorised as a research or discovery journey.
Journeys in Detail
Journey Performance
Baseline Summary
Below is a summary of the website journeys looking at data from 2021-12-10 to 2022-05-29. This table is sorted by the difference between the baseline and the new site baseline difference percentage. Poor performing new journeys should come to the top.
| Journey Name | Baseline Visits | New Site Visits Avg. | % Visits Diff. |
|---|---|---|---|
| Members Area Entry | 1703 | 586 | -65.6 |
| Shop Entry | 4379 | 1533 | -65.0 |
| Commercial: Donate Checkout Steps 1-2 | 355 | 143 | -59.7 |
| Commercial: Shop Checkout Steps 1-4 | 416 | 205 | -50.7 |
| Shop: Any Shop Page to Step 1 | 996 | 506 | -49.2 |
| ALL Email | 8251 | 4372 | -47.0 |
| ALL Shop | 6298 | 3475 | -44.8 |
| Commercial: Holidays Checkout Steps 1-4 | 288 | 174 | -39.6 |
| Home to Shop | 1395 | 923 | -33.8 |
| Holidays Entry | 3235 | 2152 | -33.5 |
Below is a summary of the total number of journeys which are higher or lower than their baseline.
| Number of Journeys Higher or Lower than Baseline | No. |
|---|---|
| Lower | 15 |
| Higher | 32 |
Journey Heatmap
Insights:
Anomaly Analysis By Journey
Below is the count of anomalies detected for each journey, this is sorted by the number detected in the post launch period. Journeys higher up this list will need more investigation than lower journeys.
Positive anomalies are where the visit data exceeded the upper boundary of the data window. Negative anomalies are where the visit data fell below the lower boundary of the data window. The Net value is an overall count of the anomalies: (Positive Anomalies - Negative Anomalies = Net).
Higher negative values for Net columns indicate the journey fell below the expected amounts for the journey. 1 Anomaly = 1 day where the data was above or below expectations.
| Journey Name | Positive | Negative | Net | Positive | Negative | Net |
|---|---|---|---|---|---|---|
| Home to Support | 4 | 26 | -22 | 0 | 33 | -33 |
| Home to Donate Form | 1 | 11 | -10 | 1 | 29 | -28 |
| Home to Art | 1 | 26 | -25 | 0 | 26 | -26 |
| Home to Shop | 6 | 22 | -16 | 2 | 25 | -23 |
| Home to Holidays | 6 | 11 | -5 | 1 | 15 | -14 |
| Shop: Any Shop Page to Step 1 | 3 | 10 | -7 | 3 | 17 | -14 |
| Holidays Entry | 5 | 3 | 2 | 2 | 15 | -13 |
| Home to Days Out | 8 | 15 | -7 | 2 | 15 | -13 |
| Home to Our Cause | 2 | 15 | -13 | 1 | 13 | -12 |
| Home to Search Results | 7 | 13 | -6 | 1 | 13 | -12 |
| Membership: Renew | 5 | 23 | -18 | 3 | 15 | -12 |
| Commercial: Shop Checkout Steps 1-4 | 2 | 10 | -8 | 1 | 12 | -11 |
| Home to Join | 7 | 12 | -5 | 3 | 14 | -11 |
| Commercial: Membership Checkout Steps 1-4 | 4 | 9 | -5 | 3 | 13 | -10 |
| Days Out to Property Page | 6 | 15 | -9 | 1 | 11 | -10 |
| Commercial: Holidays Checkout Steps 1-4 | 4 | 16 | -12 | 1 | 10 | -9 |
| Days Out to Places Map | 9 | 16 | -7 | 3 | 12 | -9 |
| Holidays: Any Holidays Page to Step 1 | 6 | 17 | -11 | 1 | 9 | -8 |
| Join Us Entry | 5 | 13 | -8 | 5 | 13 | -8 |
| Membership: Join Us | 5 | 19 | -14 | 3 | 11 | -8 |
| Homepage Entry | 7 | 6 | 1 | 3 | 9 | -6 |
| Days Out to Places Search | 9 | 11 | -2 | 5 | 10 | -5 |
| Days Out Entry | 6 | 7 | -1 | 5 | 9 | -4 |
| Shop Entry | 3 | 2 | 1 | 0 | 4 | -4 |
| Commercial: Donate Checkout Steps 1-2 | 2 | 4 | -2 | 6 | 9 | -3 |
| ALL Desktop | 5 | 1 | 4 | 3 | 4 | -1 |
| ALL Tablet | 7 | 1 | 6 | 3 | 3 | 0 |
| ALL Holidays | 5 | 2 | 3 | 1 | 0 | 1 |
| ALL Paid Social | 4 | 0 | 4 | 2 | 1 | 1 |
| ALL SEO | 6 | 5 | 1 | 5 | 4 | 1 |
| ALL Direct Traffic | 1 | 0 | 1 | 8 | 6 | 2 |
| ALL Email | 5 | 1 | 4 | 2 | 0 | 2 |
| ALL Main Site | 7 | 3 | 4 | 5 | 3 | 2 |
| ALL Natural Search | 9 | 5 | 4 | 6 | 4 | 2 |
| ALL New Visitors | 6 | 4 | 2 | 6 | 4 | 2 |
| ALL PPC | 9 | 5 | 4 | 8 | 6 | 2 |
| Members Area Entry | 11 | 0 | 11 | 2 | 0 | 2 |
| Property Page Seen | 11 | 3 | 8 | 5 | 3 | 2 |
| ALL Repeat Visitors | 7 | 3 | 4 | 5 | 2 | 3 |
| ALL Shop | 6 | 4 | 2 | 4 | 1 | 3 |
| ALL Social | 3 | 2 | 1 | 6 | 2 | 4 |
| ALL Visits | 4 | 4 | 0 | 6 | 2 | 4 |
| Commercial: Renew Checkout Steps 1-3 | 6 | 2 | 4 | 9 | 5 | 4 |
| ALL Android | 5 | 4 | 1 | 8 | 3 | 5 |
| ALL Mobile | 5 | 4 | 1 | 9 | 3 | 6 |
| ALL Apple iOS | 6 | 4 | 2 | 9 | 2 | 7 |
| ALL Affiliates | 2 | 1 | 1 | 19 | 10 | 9 |
Commercial Analysis
Membership
Insights:
Summary
Insight for Journey: Commercial: Membership Checkout Steps 1-4
[Min] The lowest amount of Visits was 925 observed on 01 Mar.
[Average] This was -57.1% less than the average of 2158.
[Max] During this period, the amount of Visits peaked at 5224 on 15 Apr.
[Spike] The most recent peak in Visits increased notably on 02 May, where a significant peak of 4020 Visits was observed.
[Trend] Throughout the duration of the analysis period, the overall trend has been POSITIVE. In the previous week the trend was POSITIVE over the last 7 days the trend has been POSITIVE. This is a -1.1% difference from the previous week.
Funnels
Week on Week performance
Membership funnel completions through the journey.
Previous Week: 22-May to 28-May.
Last 7 Days: 29-May to 04-Jun.
Hover over for fallout details at each stage.
Week on Week performance
Membership funnel completions through the checkout journey, this variation includes the Join Us page prior to the start of the Membership funnel journey.
Previous Week: 22-May to 28-May.
Last 7 Days: 29-May to 04-Jun.
Hover over for fallout details at each stage.
Sales & Revenue
Metrics
Flows
Membership conversions by Channel. Start: 2022-05-29 to 2022-06-05.
Change Point
This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 122.
Renewals
Insights:
Summary
Funnels
Week on Week performance
Renewal funnel completions through the journey.
Previous Week: 22-May to 28-May.
Last 7 Days: 29-May to 04-Jun.
Hover over for fallout details at each stage.
Week on Week performance
Renewal funnel completions through the checkout journey, this variation includes the Join or Renew page traffic prior to the start of the funnel journey.
Previous Week: 22-May to 28-May.
Last 7 Days: 29-May to 04-Jun.
Hover over for fallout details at each stage.
Sales & Revenue
Metrics
Flows
Renewals conversions by Channel. Start: 2022-05-29 to 2022-06-05.
Change Point
This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 112.
Holidays
Insights:
Summary
Funnels
Week on Week performance
Holidays funnel completions through the journey.
Previous Week: 22-May to 28-May.
Last 7 Days: 29-May to 04-Jun.
Hover over for fallout details at each stage.
Week on Week performance
Holidays funnel completions through the checkout journey, this variation includes the any page in the Holidays section prior to the start of the funnel journey. Previous Week: 22-May to 28-May.
Last 7 Days: 29-May to 04-Jun.
Hover over for fallout details at each stage.
Sales & Revenue
Metrics
Flows
Change Point
This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 87.
Shop
Insights:
[Min] The lowest amount of Shop - Order Step 4 - Order Confirmation (Serialized) (ev182) was 15, which occurred on Feb. 3rd and was 84% less than the average of 92.
Summary
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## Mazda RX4 21.0 6 160 110 3.90 2.620 16.46 0 1 4 4
## Mazda RX4 Wag 21.0 6 160 110 3.90 2.875 17.02 0 1 4 4
## Datsun 710 22.8 4 108 93 3.85 2.320 18.61 1 1 4 1
## Hornet 4 Drive 21.4 6 258 110 3.08 3.215 19.44 1 0 3 1
## Hornet Sportabout 18.7 8 360 175 3.15 3.440 17.02 0 0 3 2
## Valiant 18.1 6 225 105 2.76 3.460 20.22 1 0 3 1Funnels
Week on Week performance
Shop funnel completions through the checkout journey.
Previous Week: 22-May to 28-May.
Last 7 Days: 29-May to 04-Jun.
Hover over for fallout details at each stage.
Week on Week performance
Shop funnel completions through the checkout journey, this variation includes the any page in the Shop section prior to the start of the funnel journey. Previous Week: 22-May to 28-May.
Last 7 Days: 29-May to 04-Jun.
Hover over for fallout details at each stage.
Sales & Revenue
Here is the individual trends for each metric in the shop funnel.
Revenue:
Shop Orders:
Shop - Order Step 4 - Order Confirmation (Serialized) (ev182)
Metrics
Here is the individual trends for shop sales. Add Revenue events too.
| Date Range | Journey Name | Step 1 | Step 2 | Step 3 | Step 4 - Confirmation |
|---|---|---|---|---|---|
| 2022-05-22 to 2022-05-28 | Commercial: Shop Checkout Steps 1-4 | 827 | 619 | 617 | 557 |
| 2022-05-29 to 2022-06-04 | Commercial: Shop Checkout Steps 1-4 | 117 | 103 | 104 | 102 |
Flows
Shop conversions by Channel. Start: 2022-05-29 to 2022-06-05.
Change Point
This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 19.
Donate
Insights:
Summary
Funnels
Week on Week performance
Donation funnel completions through the checkout journey.
Previous Week: 22-May to 28-May.
Last 7 Days: 29-May to 04-Jun.
Hover over for fallout details at each stage.
Sales & Revenue
Metrics
Flows
Donate conversions by Channel. Start: 2022-05-29 to 2022-06-05.
Change Point
This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 24.
Anomaly Plots By Journey
Baseline Dates: 2021-12-10 to 2022-03-09. Launch Dated (Red Line): 2022-03-10 to 2022-06-07.
## [1] "This process took 1.32417433261871 minutes to run. "Last Run Date: ‘08 June, 2022’